传播学视域下马克思主义大众化探析

马克思主义大众化传播过程中面临着现代传播环境、传播体制机制以及传统传播方法的挑战和制约。提高当代中国马克思主义大众化传播的针对性和实效性,需要清晰把握和着力优化传播环境;研究和掌握受众特征、动机和选择性心理,建立新型的传授关系;综合运用各种媒介,加强传播过程的整体控制;提高传播主体的素质和能力,树立"把关人"的社会可信度;充分运用议程设置理论,做好重大事件的舆论引导;认识"意见领袖"的存在和作用,特别重视互联网的"意见领袖"作用。

Analysis of Marxism Mass Culture from the Perspective of Communication

The population of Marxism is facing challenges and restrictions from communication environment,communication system and traditional communication method. In order to make the population of Marxism in China more effective and targeted,we should be well aware of the communication environment and it＇s optimization,do research on the target people,motivation and selective psychology, thus to form a new relationship. In addition,we should adopt comprehensive application of various media, strengthen the communication process as a whole control and improve the communication subject＇s quality and ability to establish the social credibility of the ＂gatekeeper＂. Furthermore,we should make full use of the theory of agenda setting,do a good job in guiding public opinion and understand the the existence and role of ＂opinion leader＂ and pay special attention to the role the Internet plays as an ＂opinion leaders＂.